Aqfer’s Post

NEW Whitepaper: As the era of third-party cookies draws to a close, the advertising landscape is undergoing a seismic shift. Our latest whitepaper, "CHIPS Ahoy! Navigating the Future of Advertising Without Third-Party Cookies," unveils strategic insights to thrive in this new era. Discover: - Google's phased approach to cookie deprecation - Impacts on audience targeting and personalization - The role of the UK Competition & Markets Authority - Introducing CHIPS: Cookies Having Independent Partitioned State Stay ahead of the curve and learn how to harness CHIPS to: - Maintain attribution accuracy - Preserve audience targeting capabilities - Safeguard data integrity - Adapt to a privacy-centric digital ecosystem Dive deep into practical strategies to: - Maximize CHIPS in identity graphs - Leverage CHIPS for paid media measurement - Activate data responsibly in owned media - Adopt a "good, better, best" approach for preparation Ready to navigate the cookiepocalypse and unlock new advertising opportunities? https://lnkd.in/e9gxpuGc

Calling all #marketers! I know you’ve been hearing about #thirdpartycookies going away for years, even amidst ever changing target dates by Google. But here’s the thing: It’s still going to happen. What you probably haven’t heard about is #CHIPS or Cookies Having Independent Partitioned States. These can still be used to help solve many of your measurement and attribution problems - even with a few activation use cases too. The guide linked in the post below is one of the most in depth reads on: - How partitioned cookies work - How synthetic statistical IDs can be used in your strategy - How to use CHIPS in Identity Graphs, for Paid Media and Owned Media measurement. Don’t worry, it’s not too technical, but rather it offers a practical and educational POV to help you see the opportunities with CHIPS. And even if you don’t have to deal with this problem directly, you need to be aware of what’s happening out there, so get your copy now and forward it to your team. It’s worth the read for sure!

Breaking news from Google Google has begun discontinuing the use of third-party cookies in Chrome, in an effort to enhance user privacy. Starting January 4th, 1% of Browsers have begun to be affected by a rolling phase-out that will conclude by the end of 2024. This shift means advertisers must adapt to the new marketing landscape by adopting alternative tracking methods. Napkyn is developing solutions for advertisers who utilize personalized ad targeting, and put them in a position to manage this shift with ease. #cookies #google #3rdparty #targetedmarketing #napkyn https://lnkd.in/eT3D-DWc

The death of the cookie is officially underway. Advertisers can no longer cross their fingers for another delay — it’s time to find a solution for the inevitable cookieless future. Two solutions we’ve been focused on: 📊 Non-cookie targeting: This requires a deep understanding of our audiences and their consumption habits. Knowing they read more print or watch more linear TV alone doesn’t cut it anymore. Today, we need show-level and story-level data to make informed decisions. Our partnerships with top news publications and streaming services mean we get this data back from each buy. 🔒 Future-proofed first party targeting: Our tech investments, including our clean room partnership with Roku, allow us to securely match against first-party audience data — including ACR — in hours, not days. Reach out to learn more about how our solutions can work for your cookie-free future. https://lnkd.in/g7d7qV3P

The latest Google news is not really news at all; the industry has been aware that cookies were on borrowed time for what seems like forever, and most savvy publishers and brands have prepared themselves to move beyond these outdated and ineffective identifiers. There are already tried and tested cookie-less solutions deployed in-market and used by major publishers. These have the additional benefit of putting them in control of their own data, tech, and revenue, while avoiding strategic capture by Google and the other big digital players. So we should see the cookie’s demise as a positive step in the evolution of the digital industry; as it will create more responsible, addressable, and effective targeting methods, while offering greater protection and choice for consumers over how their data is used. #google #cookies #consumerprivacy #advertising #adtechnology #media

Google's third-party cookie phaseout is underway, sparking a flurry of queries in the digital sphere. eMarketer's latest article dives deep into the most pressing concerns you may have. Uncover insights on: 1️⃣ The definitive timeline for the cookie phaseout: Are we sure 2024 is the year? 2️⃣ The future of programmatic advertising post-cookies: What's next? 3️⃣ Navigating ID resolution amid evolving privacy laws. 4️⃣ Understanding the hesitation in adopting cookieless solutions. 5️⃣ Strategic approaches to leveraging your first-party data. 6️⃣ Opportunities for smaller entities in a first-party data-centric landscape. 7️⃣ The role of genAI in reshaping ad targeting methodologies. 8️⃣ Geographic disparities in adapting to the post-cookie era. https://bit.ly/3u7uXud #DigitalMarketing #CookielessFuture #eMarketerInsights

🌟 The depreciation of third-party cookies is reshaping digital marketing. With Google set to remove them by Q3 2024, it's time to adapt. Privacy concerns, regulatory pressures, and browser changes are driving this shift. Marketers must explore new targeting methods, invest in first-party data, and innovate for a cookie-less future. By embracing the challenge and staying agile, businesses can thrive in the evolving landscape. 🌐💡 #DigitalMarketing #CookielessFuture #Innovation https://hubs.ly/Q02rFc6D0

Google's cookie deprecation has been delayed (again), but that doesn't mean marketers should sit back and wait. ⏱️ This is the perfect opportunity to explore new technologies and methods for audience segmentation and targeting. With advancements in machine learning and AI, advertisers are well-equipped to extract more value from diminishing data pools and navigate the increasing fragmentation of audience insights. GroupM's Ryan Storrar discusses how marketers can embrace change and harness the power of technology to succeed in the post-cookie era: https://loom.ly/VncWg-U

This is a continuing trend in digital advertising, one many businesses and marketers express grave concern about. Even the platforms themselves can get it wrong. Remember all the money Facebook spent trying to convince people it would still be able to offer advanced targeting after the Apple privacy update (even though they'd been internally restricting targeting capabilities for years following political fallout)? The truth is that Facebook's extremely advanced targeting options were an advantage to the platform, but its true strength has always been the size of its audience, not its narrowing capabilities. Audience targeting is a very valuable tool in a marketer's toolbox, so any loss of data there does have a negative impact - a certain percentage of spend is going to go to audiences that aren't as interested. This is where a back-to-basics approach around the fundamentals of marketing comes into play. It's the right message to the right person at the right time. When channel platforms don't offer narrow targeting capabilities, then messaging plays a larger role in attracting and connecting with the right audience. https://lnkd.in/g7d7qV3P #marketing

This is a continuing trend in digital advertising, one many businesses and marketers express grave concern about. Even the platforms themselves can get it wrong. Remember all the money Facebook spent trying to convince people it would still be able to offer advanced targeting after the Apple privacy update (even though they'd been internally restricting targeting capabilities for years following political fallout)? The truth is that Facebook's extremely advanced targeting options were an advantage to the platform, but its true strength has always been the size of its audience, not its narrowing capabilities. Audience targeting is a very valuable tool in a marketer's toolbox, so any loss of data there does have a negative impact - a certain percentage of spend is going to go to audiences that aren't as interested. This is where a back-to-basics approach around the fundamentals of marketing comes into play. It's the right message to the right person at the right time. When channel platforms don't offer narrow targeting capabilities, then messaging plays a larger role in attracting and connecting with the right audience. https://lnkd.in/gKXxW6ve #marketing